The study examines elements of service convenience affecting utilitarian and hedonic shopping value. The influence of Internet shopping value on repurchase intention is also investigated. Data were collected using a questionnaire-based online survey from 320 online shoppers in Vietnam, using a convenient method. Partial least square (PLS) was used to analyze the measurement and structural models. The result shows that access convenience and transaction convenience have positive effect on utilitarian shopping value while transaction convenience and post benefit convenience have positive effect on hedonic shopping value. Both utilitarian and hedonic value have a positive effect on repurchasing intention. The research findings have provided more clarity into online businesses, which is a potential field with rapid development. Therefore, constant monitoring of consumers' opinions and expectations about online convenience is a must for continual progress in providing highly convenient online service.